Updating MediaEthics Codes

Steve Buttry

November 19, 2015

Timeless ethical values

• Accuracy

• Correcting errors

• Separation (ads & news, facts & opinion)

• Don’t plagiarize

• Fairness

• Attribution

Updating ethical values

• Accuracy (unfolding story)

• Correcting errors (NYT disagreement)

• Separation (POV journalism, native ads)

• Don’t plagiarize (Fareed Zakaria)

• Fairness (he-said-she-said stories)

• Attribution (linking)

Varying ethical values

• Unnamed sources

• Sensational & graphic photos & videos

• Independence (PR vs. journalism)

• Independent vs. involved

• Point-of-view journalism vs. detached

• Objective vs. personal

• Advocacy

• Honesty

• Expertise

• Independence

• Loyalty

• Fairness

Key PR principlesPublic Relations Society of America Code of Ethics (last updated 2000):

Key advertising principles

Institute for Advertising Ethics, updated 2011:

• Truth (legal as well as ethical issue)

• Personal ethics

• Distinguish ads from news, entertainment

• Disclose conditions of endorsements

• Treat consumers fairly

Key advertising principles

Institute for Advertising Ethics, updated 2011:

• Protect privacy in marketing communications

• Follow federal, state & local advertising laws & industry self-regulation

• Discuss ethical issues privately

Principle 3

“Advertisers should clearly distinguish advertising, public relations and corporate communications from news and editorial content and entertainment, both online and offline.”

Product placement

No mention in 11-page ad code of ethics, but …

Ad ethics code11 pages, no mentions of “native advertising,” “sponsored content,” “brand journalism.” Just this:

Political Communication

• Not a single profession but segments of multiple professions

• PRSA code applies to political PR

• Advertising code applies to political ads

• Journalism codes apply to political journalism

• Government ethics codes apply

How are ethics enforced?

• Some ethics are a matter of law

• Violations of company ethics can be grounds for firing

• Public shaming

• Private shaming

• Independent investigation

• News councils

Accountable Journalism started 2002,RJI & EJN updated database in 2015

Key journalism principles

Society of Professional Journalists Code of Ethics (updated fall 2014):

• Seek truth and report it

• Minimize harm

• Act independently

• Be accountable and transparent

Poynter InstituteGuiding Principles for the Journalist,updated 2013

Poynter Guiding Principles

• Seek truth and report it as fully as possible

• Be transparent

• Engage community as an end, rather than as a means

Poynter on independence

“Clearly articulate your journalistic approach, whether you strive for independence or approach information from a political or philo-sophical point of view. Describe how your point of view impacts the information you report, including how you select the topics you cover and the sources that inform your work.”

Radio Television Digital News Association,Updated June 2015

“The RTDNA Code of Ethics does not dictate what journalists should do in every ethical predicament; rather it offers resources to help journalists make better ethical decisions – on and off the job – for themselves and for the communities they serve.”

RTDNA core principles

• Truth and accuracy above all

• Independence and transparency

• Accountability for consequences

RTDNA on independence

“Editorial independence may be a more ambitious goal today than ever before. Media companies, even if not-for-profit, have commercial, competitive and other interests – both internal and external --from which the journalists they employ cannot be entirely shielded. Still, independence from influences that conflict with public interest remains an essential ideal of journalism. Transparency provides the public with the means to assess credibility and to determine who deserves trust.”

RTDNA on accuracy

“Trending,” “going viral” or “exploding on social media” may increase urgency, but these phenomena only heighten the need for strict standards of accuracy.

RTDNA on transparency

Disclosure, while critical, does not justify the exclusion of perspectives and information that are important to the audience’s understanding of issues.

J-Lab, Scott Rosenberg,Published 2011

National Summit to Fight Plagiarism& Fabrication, published 2013

European Journalism Centre, published 2014

European Journalism Centre, published 2015

Online News Association, released in beta, September 2015

BYO Ethics Fundamentals

• Telling the truth (accuracy, diversity of voices, context, reliable sources, correct errors …)

• Conflicts of interests (avoid, disclose …)

• Community (respect, consider impact …)

• Professional conduct (don’t plagiarize, keep promises …)

BYO Ethics Code issues

Bob Steele’s 10 questions

1. What do I know? What do I need to know?

2. What is my journalistic purpose?

3. What are my ethical concerns?

4. What policies and professional guidelines should I consider?

5. How can I include other people, with different perspectives and diverse ideas, in the decision-making process?

6. Who are the stakeholders? What are their motivations? Which are legitimate?

7. What if the roles were reversed? How would I feel if I were in the shoes of one of the stakeholders?

8. What are the possible consequences of my actions?

9. What are my alternatives to maximize my truth-telling responsibility and minimize harm?

10.Can I clearly and fully justify my thinking and my decision?

Bob Steele’s 10 questions

Next semester

Manship School will host American Press Institute fact-checking boot camp. Watch for news about date and details.